Bulletin No. 27 | May – June 2005

Topics in this issue

REMARKS FROM THE EDITOR

Last Wednesday, on 20th April – Prof Dr Thoby Mutis, the Rector of Trisakti University launched ‘Change for the Small’ campaign – s social campaign designed to assist the street children in DKI Jakarta. This campaign was the first move toward a series of public education activities ‘PR Week 2005’ – exhibition, public seminar, workshop, meet the press, debate competition, career consultation and recruitment, and finalized by PR Night – the Night of Solidarity and Togetherness.

Central to the PR Week 2005, the issue of Corporate Social Responsibility will be analyzed, discussed, argued and debated. Did the business response to the tsunami disaster go too far? Is social responsibility only a cost to the bottom line rather than an opportunity? How can a company prove that the emerging CSR is really a non promotional campaign?

CSR raised controversial issues. If the arguments against a socially responsible approach were widely accepted, nobody would even be talking and arguing CSR because everyone would be doing it. Why CSR Matters? Why should worry about CSR? Why do some media resistant to CSR?

CSR is mostly argued in terms of ethical values. CSR is not just about PR, it has to have foundations in organization’s policy that is centralized to the CEO commitment.

Let’s find out more about CSR – the activities, the strategy and tips, and resistance to CSR. Let’s discuss with the experts, the media, advertising and the companies themselves. Join our first PR Week, you will get what you need to know about this new invention. Don’t miss the chance of getting new ideas, friends and horizon on communication management. See you on 25-28 May in Shangri-La Hotel, we will be there!

Elizabeth Goenawan Ananto, IPRA Fellow
Editor


TIPS OF THE MONTH

You can reach the top … Can’t you?

  • If we do more than we are paid, finally we will be paid more than we do
  • How far your achievement in your life does not depend on what happens to you, but on what you did happen to you
  • You will fail if you try to be others what you are going to be. You if  you use your own capability, it is a real responsibility
  • An old man who has the best self image will find that reality is the best for his kids.
  • As a universal law, that those who ‘go fast on the right track’ will far ahead and quicker in whatever he does.
  • Productivity does not guarantee job security. You need to combine productivity with positive thinking consistently in whatever you do.
  • What you do apart of your primary task will have a great impact on your success in your job. How many books do you read every year? How often you go into seminar or workshop, with whom you spent most of your time
  • Men and women are distinguished not on their gender and race – but on their vision.
  • If you put most people down – you will never reach the top.

PUBLIC RELATIONS

Corporate Social Responsibility – a New PR Invention

Boasted by tsunami, the term ‘Corporate Social Responsibility’ or CSR is discussed, argued event debated in different perspectives. What does ‘Corporate Social Responsibility’ really mean anyway? Different organizations have different interpretations on CSR – although there is a common ground as to produce positive impact on society.

CSR raised controversial issues. If the arguments against a socially responsible approach were widely accepted, nobody would even be talking and arguing CSR because everyone would be doing it. Why CSR Matters? Why should worry about CSR? Why do some media resistant to CSR?

CSR is an old concept but a new package. Don’t you think that corporation should pay more attention to ethical values, compliance to legal legislations? That a corporation should pay more care to its workforce, to people, community and environments?

If quantifiable information does not backup reporting, CSR could be viewed as a shallow public relations exercise and could be seriously backfire.

Learn more about the concept, strategy and tips, application, challenges in case studies on CSR in PR Week – One day Workshop on 26 may 2005


HUMAN RESOURCE

Continued from last edition
25. Admit Your Mistakes and Limits
26. Take Calculated Risks
27. Incorporate Other Aspects of Attitude
28. Give the Caller Your Undivided Attention
29. Be Consistent and Sincere When Answering the Phone
30. Identify Yourself and Your Purpose Up Front When Calling
31. Monitor Your Tone of Voice
32. Pace Yourself During a Phone Call
33. Periodically Summarize What You Hear
34. Take Responsibility for Understanding Different Speech Styles
35. Take Notes During a Phone Conversation
36. Leave a Specific Phone Message
37. Treat a Conference Call Like an In-Person Meeting
38. Asses Your Phone Call Skills
39. Time Emails Right
40. Tune Emails Up
41. Send Emails Carefully
42. Print Emails Before You Delete Them
43. Keep Your Professional Guard Up in Emails
44. Start Preparing Presentation ASAP
45. Establish the Why and the What of Presentations
46. Identify Each Presentations Audience
47. Arrange the Right Place for Presentation
48. Organize Your Presentation’s Content
49. Practice Presentations Before You Speak
50. Plan your Appearance for Presentation
51. Tie Up Loose Ends Before Presentation

(Source : Work Smart, M. Taub, M. Tullier)


LEADERSHIP

Five traits of Leader

Vision  – Communication – Persistence – Empowerment & Organization Ability

  • Creative leaders make positive assumptions about human nature
  • They accept that individuals feel a commitment to a decision in proportion to the extent they feel have participated in making it
  • They believe in and use the power of self-fulfilling prophecy
  • They highly value individuality
  • The stimulate and reward creativity
  • They are combined to a process of continuous positive change and are skillful in managing change
  • They emphasize internal over external motivation
  • They encourage individuals to be self directing

(Source : Thomas J. Barry, Character & Leadership – a Sacred trust)

The attitude of leadership is contagious – is yours worth taking??


EGA briefings

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Vision

Assisting member/client to be in the Frontline of change

Mission

  • Sharing trends, knowledge, development, strategies, tactics and current issues relating to the practice of business communications and public relations in national and international perspectives
  • Motivating member/client in finding out and implementing positive changes to the desired target
  • Arising member and client’s potential to stay ahead.

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